Magazines blast study showing reader falloff

Kerwin, Ann Marie
March 1999
Advertising Age;3/8/1999, Vol. 70 Issue 10, p3
Trade Publication
This article focuses on the issues raised by the findings of a study conducted by Starcom about the state of magazine readership in the U.S. The report says magazines lost 61 million readers 18-to-49 years old from their total audience during a one-year period. The report suggests many of the readers have abandoned print in favor of the Internet. But magazine industry research executives criticized the report. They said it misrepresents the true state of magazine readership, and some attacked the methodology used to arrive at conclusions they characterized as damaging. Among the questions raised: why Starcom only looked at one year's worth of data; and why it did not analyze the role that audience declines at other major media, such as broadcast television, have played in the Internet's rise.


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